Cricketer Virat Kohli has relaunched his lifestyle brand, One8, through Agilitas Sports after investing nearly ₹40 crore. The venture follows his exit from Puma India and aims to build a sustainable consumer business by using Agilitas' manufacturing capabilities. Investors should note the company's focus on operational speed and product development as it looks to succeed where many celebrity-backed brands have struggled.
Virat Kohli has shifted his business strategy by relaunching his lifestyle brand, One8, under the umbrella of Agilitas Sports. This new venture, which includes an investment of nearly ₹40 crore from the cricketer, marks a departure from his previous role as a brand endorser. Kohli co-founded Agilitas Sports alongside Abhishek Ganguly, who previously served as the Managing Director of Puma India and Southeast Asia.
Strategic Shift and Operational Backbone
The move follows Kohli’s decision to conclude a high-profile endorsement deal with Puma India, reportedly valued at ₹110 crore. By partnering with Agilitas Sports, the brand intends to move beyond simple celebrity promotion and focus on operational control. Agilitas brings significant manufacturing strength to the table, notably through its acquisition of footwear manufacturer Mochiko Shoes. Additionally, the company holds the Indian licensing rights for the Italian brand Lotto, which provides a ready distribution and supply chain framework for the One8 expansion.
Challenges in the Celebrity-Backed Market
Building a consumer brand remains a complex challenge in India, where many celebrity-led ventures have historically struggled with inconsistent quality, weak distribution, and incorrect pricing. Several high-profile brands, such as Nush and SKULT, have faced significant growth hurdles in the past. Even in the current market, consolidation is evident, with players like Reliance Retail acquiring stakes in brands such as Ed-a-Mamma to stabilize operations.
Kohli’s own portfolio also reflects the difficulties of the retail segment. Financial filings show that his fashion-lifestyle brand, Wrogn, reported a 12.5% decline in total income to ₹232.34 crore for the 2024-25 fiscal year. During the same period, the brand’s net losses rose by 32% to reach ₹75.5 crore. Furthermore, his restaurant venture, One8 Commune, has been subject to operational restructuring due to regulatory concerns, highlighting the complexities involved in scaling non-sporting businesses.
Focus on Product Innovation
To address common industry pitfalls, Agilitas is implementing new manufacturing technologies, including artificial intelligence and 3D modeling. The company aims to accelerate its product development cycle, targeting a turnaround time of under three months from concept to final delivery. This is a significant shift from the standard two-year cycle typical of large global footwear brands. The management’s primary success metric for this phase will be customer retention, specifically looking at whether consumers make repeat purchases within the first year. Investors and industry observers will likely track the brand’s ability to balance its celebrity-driven marketing with these operational goals to achieve long-term profitability.